We are frequently puzzled when we look over a prospective business client’s website to find they don’t have a blog. Or they have one, but only post to it very sporadically.
The reason we are puzzled is because blogs are one of THE best ways to increase website traffic for most any type of business. In fact the top three places to market effectively on the net are, of course, your website, followed closely by a set of Social Media sites such as Facebook, LinkedIn, Twitter, Pinterest, etc., and right behind those two come blogs…
1. Website pages
2. Social Media sites
You must place informative, relevant content in all three of those locations to market effectively on the internet. And of course on the Social Media sites and in your blog articles, you place strategic links back to key pages on your website that contain more detailed information that is relevant to the subject being discussed.
For instance, here is a link to our web page titled, Blogging and Marketing. The reason blogs are so important is because people who are interested in the type of goods or services your business provides, want fresh, up-to-date information on those products and services. Also, the search engines like to “see” fresh content because it shows that a site is active and current.
Some special interest blogs have hundreds or even thousands of followers. But even if your business attracts a much smaller number of followers, a good percentage of those followers could be converted into customers, providing you have your Inbound Marketing steps all sequenced out properly.
Another KEY BENEFIT of blog marketing, is that you can have your blog posts sent to various social media sites. This greatly expands the reach of your blog and attracts even more eyeballs and followers.
How Often Should You Blog and How Long Should a Blog Article Be?
At a minimum you should blog once a week. We like to post a new blog about every four days.
Remember, blog articles do not have to be lengthy. However, you should have at least 500-600 words in a blog article as a minimum. You can get away with less, you can get away with more, but at the very least, you want 500 words.
Ideally, you should insert a relevant image into your blogs. That makes the blog article more appealing and interesting – especially if your graphic helps convey the message you want to get across in your blog. And keep in mind, many people in today’s hectic society won’t read lengthy text articles. The graphics break the page up a bit and make it easier to navigate through the text.
Of course an old marketing maxim is: actual prospects WILL read longer copy because they are looking for useful, relevant information to help them make a good buying decision. Just don’t overdo it. Remember: it’s a blog, not a blatant advertisement.
What To Blog About?
Anything that is ON topic concerning your industry, your particular business’s services or products. Just be sure you don’t get too “sales-oriented” in your blogs. People who follow blogs are looking for informative content, not sales pitches. So don’t just “blow your own horn.”
Instead, tell people things they may not be aware of concerning your type of products or services. Give them useful tips on how to best utilize those type of products. For instance, websites that are centered around cooking or cooking utensils, etc., often include a recipe in their blog posts.
A website that promotes motorcycles could blog about the latest and greatest models of bikes, interesting places to travel to, maybe a story or two about famous racers, etc., interviews with members of various motorcycle clubs, etc.
If you get your thinking cap on, you can come up with many good ideas for your blog. Plot out a blog release calendar, and put together a list of subjects you could blog about. This helps you stay organized and timely.
Got a blog yet? Is it active?
Written by Bob Nelson
Bob is a very experienced Marketing Specialist for both the internet and traditional methods and a member of the Results Professional Marketing Company team.
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